Variables affecting customers’ decision of purchasing air conditioners in Satuek district, Buriram province.

Abstract

The research Article aimed was to study 1) marketing mix variables (4Ps) (2) demographic variables including gender, age, status, occupation, and income level. the sample group is the consumer who has ever bought an air conditioner in the area of ​​Satuk District Buriram Province The survey was conducted through 400 questionnaires, specifically selected. verified by experts To determine the confidence by using Cronbach's Alpha Coefficient formula, the confidence of the tool was 0.806. Descriptive statistics were analyzed and presented.

  The findings were as follows;  1) demographic variables. The results showed that Most of the respondents were female. Age between 36-50 years, marital status, bachelor's degree Business/personal business The average monthly income is between 15,000 - 25,000 baht. According to the results of this research, different demographic variables have different levels of purchasing decision-making for air conditioners. 2) Marketing mix variables (4Ps) that influence Decided to buy an air conditioner In descending order of purchasing decisions, they are: Product variables, price variables Distribution channel variables, and promotional variables